Reporting is far from being the only career option for journalism students, according to a marketing and communications specialist.
Natasha Omar visited Macleay College this morning and told students how marketing and public relations fit into the future of journalism.
Ms Omar claimed the bad connotations of PR as “the dark side” have been debunked, and it is now an imperative industry to journalists all over the world.
“Public relations was once considered the evil step-sister of journalism − you had the journalist that held the holy grail, and people in PR were spin doctors who didn’t exactly convey the truth,” Ms Omar said.
“PR is now more than press releases, it’s more than conferences − it’s about communities, influencing people, and it’s about engagement.”
Ms Omar also explained the creation of content has never been more important, as big corporations turn to social media platforms to garner support for their brands.
“Content is king,” Ms Omar said.
“If you know how to write, if you know how to create stories, you rule in the world of PR and marketing.”
Ms Omar said the breakdown of hierarchy in journalism as a result of the internet encouraged corporations to communicate with their audience through social communication networks.
“We’re in a brave new world of journalism and communications,” Ms Omar said.
“Before you had big savvy brands and they could communicate to publics, but now through social communications, you actually have people who can communicate back.
“Transformation is occurring everywhere.”
Ms Omar also said journalists have a role to play in aiding PR and marketing teams.
“What we need from journalists, and what journalists can offer, is that sense of credibility, innovation and creativity,” she said. – Benjamin Potter
Top photo by Alison Cheung.